Liberty Now Offers The Beauty Drop Subscription Service
Elena Rahman — September 29, 2021 — Business
References: libertylondon & cosmeticsbusiness
Liberty, a British department store staple, launched The Beauty Drop subscription service. The brand came up with a novel way to get beauty shoppers spending in-store and online as the company recovers from the COVID-19 pandemic drop in sales.
As e-commerce sales hit a new high, the beauty seller readjusts its sales tactics with a monthly subscription service. Customers are asked to pay a monthly fee which transfers into store credit for online and in-store purchases. Liberty Collective members will have first access to the service this week. Non-members can register their interest this month.
All Beauty Drop members are offered a free quarterly beauty Discovery Box curated by the brand's buying team. The membership also provides free shipping on all orders.
Image Credit: Liberty
As e-commerce sales hit a new high, the beauty seller readjusts its sales tactics with a monthly subscription service. Customers are asked to pay a monthly fee which transfers into store credit for online and in-store purchases. Liberty Collective members will have first access to the service this week. Non-members can register their interest this month.
All Beauty Drop members are offered a free quarterly beauty Discovery Box curated by the brand's buying team. The membership also provides free shipping on all orders.
Image Credit: Liberty
Trend Themes
1. Department Store Subscription Service - Department stores are exploring subscription services as a strategy for maintaining sales growth during and after the pandemic.
2. Beauty Discovery Boxes - Retailers are releasing curated boxes of beauty products as a way to bring excitement and value to their subscription services.
3. In-store and Online Store Credit - Offering store credit as part of a subscription service could encourage customers to make additional purchases both online and in-store.
Industry Implications
1. Department Store Retail - Department stores are adapting to changing consumer behavior by developing new strategies and offerings that meet customer preferences.
2. Beauty Retail - Beauty sellers are creating more personalized and tailored shopping experiences for their customers in order to stay competitive.
3. E-commerce Retail - As online shopping continues to grow, retailers are finding new ways to engage with and retain customers by offering innovative products and services.
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